Which hybrid products including cultivated meat would consumers prefer, if at all?
Context and Relevance:
Consumer preferences for hybrid products, including cultivated meat combined with other ingredients or production methods, are pivotal as this new category of food emerges in the market. Understanding which hybrid combinations consumers prefer, especially among early adopters, will guide product development and market introduction strategies.
Potential Research Approach:
Segmentation Analysis: Conduct surveys and focus groups segmented by innovators, early adopters, and early majority to identify preferences for hybrid products and forms of cultivated meat (e.g., nuggets, burgers, processed vs. unprocessed).
Laddering Interviews: Employ laddering interviews to uncover the underlying motivations and preferences of early adopters regarding hybrid products and cultivated meat forms.
Experimental Studies: Use experimental designs to assess consumer preferences for different hybrid combinations (e.g., 100% cultivated meat, cultivated meat + plant-based, cultivated meat + conventionally-produced).
Additional Questions:
What hybrid product combinations, including cultivated meat, do consumers prefer—such as 100% cultivated meat, or combinations with plant-based or conventional meat?
In which forms (e.g., nuggets, burgers) do early adopters prefer cultivated meat, and what are the reasons behind these preferences?
What are the profiles or personas of innovators, early adopters, and early majority consumers regarding their preferences for hybrid products and forms of cultivated meat?